TOMY launches multi-media marketing campaign for ‘evolving toy’ Rizmo

In the run up to Christmas 2019, TOMY will continue to support its predicted seasonal big hitter, Rizmo, with a multi-media takeover across TV, radio, PR and digital channels.

This September, the toy firm launched Rizmo – billed as the “first-ever evolving toy that listens, learns, remembers and actually grows” – to a global audiences, combining the company’s ‘decades of experience with its track record for proven success in innovative plush and robotics.’

Before its launch, Rizmo was previewed by popular YouTube influencers and industry experts. It went on to win “Best Toy” in the Variety toy category at the Tokyo Christmas Toy Trade Show and is included within The Toy Insider’s Top 20 Toys for this Christmas.

TOMY has faith that Rizmo will now be one of the most highly sought-after Christmas toys for 2019. And to prove it, the form is throwing the weight of a multi-media campaign behind it.

Following a six-figure investment, the launch featured a television campaign, starting in September which will continue to December, featuring slots during ITV2 Family Films in October and a six-week Nick Junior sponsorship from October 21 to November 30. With TVR’s projected to fall above 1,250, and a 12-week cinema campaign featuring advertising slots during screenings of Disney’s Frozen 2.

TOMY has also invested in digital advertising with YouTube True Views, with advertisement slots set to continue until December with anticipated views of 1.7 million. This will be supported with investment in advertising on over 150 child-friendly networking sites such as Animal Jam, with 1.5 million impressions forecast and ecommerce platforms projecting 18,000 clicks.

Ahead of the launch in September, TOMY promoted Rizmo by working with popular YouTube and social media influencers on a paid basis. This generated a combined viewing figure of five million across YouTube, Facebook and Instagram. In addition, the Rizmo PopJam account quickly gained 15,000 followers since its inception.

A radio campaign with Fun Kids Radio features 350 radio adverts spanning over eight weeks, with six including on-air sponsorship. Rizmo took over the Fun Kids Radio homepage, running online competitions for listeners to win their very own Rizmo, gained over 100,000 impressions.

TOMY continues to work closely with magazines such as Jacqueline Wilson, with the investment expecting to bring in circulation figures of 110,000 every month from September to December.

David Harms, brand manager, said: “Given the level and breadth of marketing activity and support from our retailers, we expect Rizmo to be on the Wish List for many children this Christmas.”

Rizmo is available online and at retail stores including Smyths, The Entertainer, Argos, Very, Hamleys, Amazon, Harrods, John Lewis and independent toys stores nationwide for the RSP of £59.99. To learn more visit www.rizmo.com.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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